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Facebook Giving More Accountability, New Video Buying Choices to Marketers

Facebook to over 4 million advertisers across a wide range of organizations and objectives on its platform, providing more transparency, accountability and choice to marketers—today announced a number of measures coming over the course of the year.

Facebook explains, that “Transparency through verified data shows campaigns driving measurable results,” by choice it mean, “how advertisers run campaigns across their platforms”, and accountability involves “an audit and third-party verification.”

Though verification partners, the company will provide marketers specific in-view and duration data for display ads, including: “Milliseconds that an ad was on the screen,” “Milliseconds that 50% of the ad was on the screen,” “Milliseconds that 100% of the ad was on the screen.”

For these insights, “verification partners will use detailed information about ad impressions on Facebook and Instagram.”

Facebook says, to verify the accuracy of the information deliver to partners, “they’re committing to an audit by the Media Rating Council (MRC).”

And, through 24 global third-party measurement partners, marketers can now choose to work with their preferred vendor for their measurement needs on key topics such as reach, attribution, audience demographics, brand lift, offline sales and mobile app measurement.

Later this year, Facebook will provide three new buying options for video ads across Facebook, Instagram and Audience Network to advertisers, these including:

  • Completed-view buying will let advertisers pay only for video ads viewed in their entirety, for any duration up to 10 seconds
  • Two-second buying is where at least 50% of an ad’s pixels are in-view for two continuous seconds or longer. This is compliant with MRC video standard.
  • Sound-on buying will provide advertisers the ability to buy sound-on video ads
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